Snickers Extends Bowl Spot on Web

NEW YORK Masterfoods plans to extend the life of its 30-second Snickers Super Bowl spot via a microsite that will feature player reactions to the commercial and alternate endings.

Up to three such endings will be posted, along with the version that will run during the game. The spot, from Omnicom Group’s TBWA\Chiat\Day in New York, humorously depicts two mechanics sharing a Snickers bar while hovering over a car’s engine. The ad will run during the first quarter of Sunday’s NFL finale, which pits the Chicago Bears against the Indianapolis Colts.

Last week, Snickers’ public relations agency, Interpublic Group’s Weber Shandwick in Chicago, shot footage of two players from the Bears (Rex Grossman, Muhsin Muhammad) and three from the Colts (Marvin Harrison, Joseph Addai, Dwight Feeney) reacting to the spot.

“The players never get the opportunity to see the ads because they’re on the field,” said Michele Kessler, vice president of marketing at Masterfoods in Hackettstown, N.J. “So we thought it would be fun to preview the spot and the endings with some of them. Their reaction was exactly what we anticipate on game night—lots of laughs and a lot of people seeking the satisfaction of a Snickers bar!” Added Gerry Graf, executive creative director at TBWA\C\D in New York: “We wanted something that would get people talking during—and after—the game.”

Masterfoods declined to provide the full spot before the game but a clip of the first five seconds is viewable on the microsite,, which went live today.

After the game, consumers will be able to vote for their favorite ending on the site, with the top vote-getter to be broadcast a few weeks later, possibly during the Daytona 500, the annual kickoff of Nascar season.

Snickers’ last appearance on the Super Bowl was in 2001, with a spot for Snickers’ Crunchers from then lead agency BBDO in New York. Last year, Masterfoods shifted the estimated $40 million creative account to TBWA\C\D.